The
Radio 4 program Feedback—a forum for comments, criticism and praise for the BBC’s output—has
featured the ‘so’ epidemic in two consecutive episodes, with listeners
venting their anger in particular at its use on the Today program.

Robert from Wakefield said: “I have been increasingly irritated over the
last couple of years by the increasing use of the word ‘so’ when prefacing
a sentence.” Kay from Belfast added: “I don’t think ‘so’ is an appropriate
word with which to begin a sentence.”

And Fergus, from Glasgow, went as far as to say: “Every time I hear it, the
hair on my neck rises and my teeth bare in a grimace.”

This led The Times to report on the issue under the headline "So… Radio 4
listeners start an angry conversation about words" and highlight that
presenter John Humphrys has previously said the word has "invaded everyday
speech like some noxious weed in an untended garden".

While I’m not convinced hearing the word "so" should invoke quite the
physical reaction poor old Fergus reports to suffer, or the fury of Mr.
Hurmphrys, there is little doubt the overuse of this two-letter word can be
a huge distraction when used excessively in media interviews.

It looks even worse in print as Mark Zuckerberg, chief executive of
Facebook, proved in an infamous interview with
The New York Times,
where he managed to use ‘so’ to start four sentences in just one response.

Yet, why do spokespeople appear to like using ‘so’ in media interviews?

There are two main ways it is used. The first is when a spokesperson feels
they are about to say something particularly important or detailed – almost
like saying “OK, here goes.”

The spokesperson is trying to suggest to the listener that they need to pay
particularly close attention. Apart from sounding artificial, it is
frequently not backed up with a particularly complex or notable
explanation.

Its other main use is as a filler word or verbal crutch while the
spokesperson tries to gather their thoughts, like a sort of next generation
“erm” or “um.” In this instance, as well as being distracting, it can also
demonstrate discomfort with the subject matter or a reporter’s line of
questioning.

There are better ways of giving yourself that split second of thinking time
while you plan your answer–including a brief moment of silence.

There's a woman on @BBCNews right now starting every sentence with the word "so".SO Ive switched off from what she's saying & switched over